Reaching the consumers

Marketing opportunities

Consumer behavior: Korean consumers are very sensitive to the power of the brand name, the healthy aspect of a product and perfect after sales services. They are ready to pay for the quality. Korean consumers like to be guided and well informed when they buy something. They are less and less nationalist in their purchasing preference.

Consumer profile: A large part of Korean's households are rich or very rich. They value the brands because in Korean you are what you wear or what you show to other people. As a result, Korean consumers are quite conformist and so it is important to follow the trend and local trend-makers (pop stars, actors, talents ).

Distribution network

Evolution of the sector: The retail market in Korea reached 150 trillion KRW (+5,7%) in 2007. The number of the large discount stores convenience store will reach more than 400 in 2008 and that of the convenience stores exceeded already 10,000.

Types of outlet: Traditional retail distribution networks of small family-run stores, stalls in markets, and street vendors are being replaced by large discount stores. Nevertheless since 2012 Korean government tries to protect SME sector.Among total retail market worth of 150 trillion KRW (+5,7%) in 2007, sales for all large discount stores comes first with around 28 trillion KRW, followed by department stores with 18,5, Online shopping mall 15,5, supermarkets 7,8, convenient stores 5,7 and TV home shopping with 4,2 trillion KRW.

Two retail giants, Lotte and Shinsegae group secured respectively 10,0851 trillion won and in annual sales, 17,7 billion KRW and 10,1028 trillion won in 2007 with department store, large discount stores, premium outlet stores, online or TV home shopping.

Non tariff barriers: Approval or authorization of certain items that can be imported by obtaining certification, permission and type approval. Those requirements are maintained mostly for the protection of public morals, human health, hygiene and sanitation, animal and plant life, environmental conservation or essential security interests in compliance with domestic legislation requirements or international commitments.

Customs classification: Korea uses the harmonized system by the World Customs Organization, is used as a basis for Customs tariffs and for the collection of international trade statistics. Over 98% of the merchandise in international trade is classified in terms of the HS.

Organizing goods transport

Organizing goods transport to and from: In Korea, the roads have been the most important infrastructure carrying over 90% of the country's transport volume.

Korea has 57 railroad routes and they still act as the main mode of transport for large cargo. And there are 8 international airports including Incheon International airports and 7 domestic airports.

Total cargo handling in ports throughout Korea is around 17 million TEUs. In terms of a case-by-base of cargo handling figures, import and export cargo reaches 11 million TEUs . Transit cargo is to 6 million TEUs. Around 77 international passenger and cargo airlines operate frequent flights between Korea and many nations around the world. Korea has three main port authorities, Busan Port Authority (BPA), Incheon Port Authority (IPA) and Ulsan Port Authority (UPA).